Place event marketing in the Asia Pacific Region : branding and promotion in cities /
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| Format: | eBook |
| Language: | English |
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Abingdon, Oxon ; New York, NY :
Routledge,
2021.
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| Series: | Routledge contemporary perspectives on urban growth, innovation, and change.
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| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- 1. Introduction / Waldemar Cudny
- 2. When ordinary life becomes extraordinary: The branding of Hangzhou, China, during the 2016 G20 Summit / Shu-Wei Tsai
- 3. Branding Shanghai as a global city through China Shanghai International Arts Festival / Yifan Xu
- 4. Events across ASEAN: Product-oriented regeneration and value-added image promotion / Nicholas Wise
- 5. Brand association with a participant sporting event: The case of the Okinawa Marathon in Japan / Yosuke Tsuji and Carolin Schlueter
- 6. The socio-economic and branding impacts of an international sporting event in Japan: Le Tour de France Saitama Criterium / Daichi Oshimi
- 7. From religious festival to cultural carnival: Durga Puja and city branding of Kolkata, India / Aparajita De
- 8. Film, fashion, events, and city branding of Mumbai, India / Sanjukta Sattar
- 9. "It's coming home!": Leveraging legacies in the City of Sails / Richard Keith Wright and Christopher Barron
- 10. Conclusions / Waldemar Cudny.